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Wiadomości Handlowe [Trader News] is one of the most crucial industry publications in Poland, focusing on the retail and FMCG sectors. Since 2002, it has been providing practical knowledge for business and participating in the organisation of industry initiatives;  it runs the prestigious "Pearls of the Market" plebiscite, in which retailers nominate the best new FMCG products of the year and also hosts the annual Retail Trends conference, considered one of the key events for the retail sector in Poland.

Private labels are a fundamental topic for the FMCG industry -  discussion at Targi Kielce. 

According to data from NielsenIQ (PLMA, March 2025), in 2024, the share of private labels in Poland reached over 27% in value and almost 33% in volume. This means that one in three products in the Poles' shopping basket was a private brand.

Examining the markets of Western European countries, the potential for further growth of private labels remains substantial. When we examine consumer behaviour, growing innovation, and the transformation of private label offerings, which are increasingly perceived as full-fledged brands, it appears that the coming years may belong to them.

 Private labels are one of the hottest topics in the food industry, as well as in industrial, drugstore, and cosmetic products. Private label products have long ceased to be a simple tool for price competition between stores; today, they are also an area of competition for innovation implementation, as well as an effective means of building customer loyalty. Thanks to them, retail chains can create a unique, high-quality offering of exclusive products that are not available from competitors and for which consumers want to return. We see how effectively private labels are evolving into so-called private brands, i.e., full-fledged brands that customers love. Lidl and Biedronka are doing an excellent job, and domestic companies such as Polomarket and the Eurocash Group are also doing a fantastic job - says Łukasz Stępniak, editor-in-chief of the Wiadomości Handlowe portal and magazine. Private labels are the fuel for many retailers and wholesalers, which in times of high costs and cautious consumers, will drive their business and increase customer loyalty.

However, one of the challenges for retailers over the next 10 years will be to find a way to capitalise on the opportunities offered by private labels without overly straining supplier relationships.

- Producers need to rethink their strategies as it will become increasingly difficult for many companies to sit on the fence when it comes to producing private labels for retailers and at the same time maintaining their brands, which must compete not only with strong, often global brands, but also… with the private label products of retail chains. In many cases, companies must decide which area to specialise in and how to do so, ensuring the business is as effective and professional as possible. Especially since space on store shelves is becoming increasingly scarce. Due to rising costs, stores are optimising space and assortment. Perhaps the Polish market will soon face a French scenario, where between the largest producer brands and private labels, there is very little room for medium and small companies that do not have a clear identity and produce mainstream goods, explains Łukasz Stępniak.

In his opinion, private labels will not only influence the future of small and medium-sized companies, but also the largest giants that offer the most recognizable, so-called  A-brands.

- More and more corporations, when reporting their results, indicate that one of the challenges is the growing share of private labels  which means changes in brand strategy and approach to the customer, it is not enough to be recognizable, you have to be loved. Private labels have repeatedly demonstrated their ability to effectively capture market share from the largest brands, as seen in various instances. in the category of baby diapers in Poland. Producers must therefore run their business extremely skillfully in order to build position and scale, but above all, a profitable business.  Retail chains must consider how to create advantages without affecting cooperation with suppliers, says Łukasz Stępniak.

Expert Future Private Labels Summit at Targi Kielce .

The challenges listed above are just a few of the important issues that we will raise during debates and discussions at this year's Private Label Fair in Kielce. Editor-in-Chief of Wiadomości Handlowe , Lukasz Stepniak , and the editor of this publishing house , Michal Kokoszkiewicz, will be moderators of two debates.

- Wiadomości Handlowe is a specialised industry publication, fully focused on the retail and FMCG market. Cooperation with the publishing house as part of the Private Label Expo will result in a professional, expert event for industry representatives, says Joanna Marcjan, deputy director of the Fair Department at the Kielce exhibition centre.  

Lectures and debates will focus on the strategies, challenges and development potential of private labels in retail.   Participation in the Future Private Labels Summit trade fair and conference is complimentary for industry representatives. – says Małgorzata Ozdoba, project manager of the Private Label Fair. Registration on the website  - go to targikielce.pl/future-private-labels

Private Label Expo for producers, chains and the HoReCa sector

- At the same time, we are still working on the expo  - the exhibitors fellowship include regular participants as well as companies that will be presenting their offer for the first time  - companies from Poland and abroad. Even more companies decide to participate, not only by presenting their own brand offers, but also by showcasing unique manufacturer brands as part of the Future Brands exhibition. Both the list of exhibitors and the merchant zone are still open, we invite you to cooperate, emphasises Małgorzata Ozdoba.

Private Label Expo - 22 and 23 October 2025  - the business platform connecting manufacturers, suppliers and representatives of retail chains in the creation and sale of products under the retailer's brand. The formula extended includes the Future Brands Showroom with the presentation of manufacturer brands is addressed not only to retail chains, but also to wholesalers, hotel chains, the Horeca sector and e-commerce. Registration for exhibitors, buyers and visitors at targikielce.pl/future-private-labels